Todays retail climate is forcing more and more brands to be socially and ethically aware. The idea is that companies need to consider society when making business decisions. This also takes the form of ethics and values a company takes, and is often expressed within their mission statement.
A brand that I think embodies corporate responsibility is Nisolo (here) because the ethos of the brand is to create a sustainable business while giving back. On the site they call out that products provide livable wages to the people making the products, as well as healthcare, and working environment. Nisolo also offers a shoe buy back program to help poverty stricken people get shoes.
Doing a quick search of the brand shows that they have not been involved with any legal issues. And they have also been certified as a B corporation which you can learn more here.
Knowing what I have learned onsite as well as being someone who buys from them I would say that they are a green for environment company.
About. (n.d.). Retrieved June 19, 2019, from https://nisolo.com/pages/about-page
Duracell and Energizer batteries are both companies that sell batteries and compete for consumers dollars. Both speak to how long lasting their products are and can be used in almost anything. From a personal standpoint it seems like Duracell edges out Energizer batteries as they seem more common place.
To compete I would think that Energizer should focus on brand awareness and helping customers create that emotional engagement. Also look into promoting the other businesses they have as well as becoming more sustainable. Another aspect could be helping people in other countries have renewable energy sources. The GEN I’s and Z’s are focused on these aspects and often will eschew brands that don’t have sustainable business practices.
The Duracell copper top is iconic and often imitated by off brands, where as the Energizer logo doesn’t come to memory. Plus most people think of the rabbit which again doesn’t tie back to any sort of logo or branding. According to Zigu, Energizer doesn’t focus on the digital aspect of marketing the same way Duracell does. Duracell is active on Twitter and Instagram as well as showing how to use their products. Seeing that there is a disconnect between Energizer ad’s and logo they should try to merge those so that it’s a seamless experience similar to Duracell.
Zigu. (n.d.). Duracell Marketing Mix (4Ps) Strategy. Retrieved June 7, 2019, from https://www.mbaskool.com/marketing-mix/products/17513-duracell.html
Zigu. (n.d.). Energizer Marketing Mix (4Ps) Strategy. Retrieved June 7, 2019, from https://www.mbaskool.com/marketing-mix/products/17484-energizer.html
A brand that often seems to be in the spotlight is Urban Outfitters. Each year they seem to find some way to piss off some group of people, be it around race, religion, or around disorders. They have faced a litany of issues from suicidal hair wash, clothing that mimicked terrible moments in history (Kent state shooting, Holocaust, Navajo line) which brought the company into the spotlight for poor taste.
While these are terrible issues it seems to have done little to impact customer perceptions as they are considered the “cool” indie store. In an article on Forbes.com from 2014, O’Conner mentions that even the top level chain describes their customer as “upscale homeless” and has no regard for offending anyone. I think post each of the incidents people might have strayed away, but often go back as they curate “vintage” and items that are not seen on just anyone.
Urban has cultivated a cult of cool, in that the people shopping there might be upset but it’s not enough to prevent them from spending money there. From how to the stores are laid out, merchandising, and the staff UO strives to cultivate that cool factor. None of these issues seems to have had any major impact for the brand over the years, outside of making profits dip and brand awareness lift.
Staff, T. W. (2016, April 29). 15 Urban Outfitters controversies. Retrieved June 5, 2019, from https://theweek.com/articles/480961/15-urban-outfitters-controversies
O’Connor, C. (2014, September 18). Urban Outfitters’ Real Scandal: Its Disdain For Its Customers. Retrieved June 7, 2019, from https://www.forbes.com/sites/clareoconnor/2014/09/18/urban-outfitters-real-scandal-its-disdain-for-its-customers/#3064b6023640